The Flywheel Effect in Achieving Mindshare
Mindshare is a fickle beast. You can’t simply flip a switch and have mindshare. And, once you have mindshare, you can quickly lose it if you ease up. Mindshare is achieved (and maintained) through an approach strikingly like that of the “flywheel …
Don’t Confuse a Tagline with Mindshare
In a recent discovery call, a client proudly offered up a tagline they’d been working on. As the virtual high-fives made their way among the participants, a euphoric outlook quickly emerged: We’ve now got mindshare! If it were only that easy… There’s …
Mindshare & Market Share Cause & Effect
There exists an immutable, multifaceted, and interconnected relationship between mindshare and market share. Plus, a condition of duality. (Okay, we just got philosophical on you. But hang in there with us because this is an important and cautionary tale for leaders charged …
Strategic Planning Pushback
In the weeks since we published our post urging leaders to overcome planning phobias we’ve received feedback and read other posts challenging strategic planning, citing the majority of plans fail because leadership teams put too much focus on the strategy and too …
Mindshare and the Next Level
If you’re a business leader, your primary responsibility is to get the company to the next level. And chances are, that means launch, growth or exit. Or some combination of the three. For instance, if you’re a start-up, you’re in launch mode. …
Overcoming Planning Phobias
An astonishing number of corporate leaders we talk to do not have a go-to-market plan which Gartner defines as, “A plan that details how an organization can engage with customers to convince them to buy their product or service and to gain …
It’s Time to Reimagine Trade Shows
Ah, trade shows… Throngs of attendees. Hugs and handshakes. Auditoriums and breakout rooms. Cocktail receptions, client dinners and coffees. Keynotes. Panels. Roundtables. Posters. Lightening talks. Booths, stands and tabletops. Giveaways and tchotchkes. “May I scan your badge?” Competitive reconnaissance. Sore feet. Stuffy …
Mindshare… Wait, What is Mindshare?
Of all the corporate roles, marketing is the one that’s most misunderstood. Think about our clarity for other roles: Engineering makes stuff. Sales sells stuff. Fulfillment ships stuff. Accounting collects payment on the stuff engineering makes, sales sells and fulfillment ships. Even …
Keep Marketing During Difficult Markets
There is a tendency for companies to downplay the importance of marketing – and even cut or eliminate marketing – during challenging, uncertain or flat market climates. Instead, this is when the companies should double-down on marketing. Corporate leadership can’t be completely …
The Importance of Marketing Plans
Every sports team – whether professional or amateur or, even, on the playground or in your own backyard – starts each game with a plan. It’s the same with marketing plans. We begin each year with a framework based upon a progressive …
